voprecotestВопросы экономикиVoprosy Ekonomiki0042-8736Voprosy Ekonomiki, NP10.32609/0042-8736-2023-1-145-158voprecotest-3309Research ArticleНАУЧНЫЕ СООБЩЕНИЯRESEARCH NOTESКорпоративный веб-сайт как стратегический ресурс российских и европейских компанийCorporate website as a strategic resource: Comparative analysis of Russian and European companieshttps://orcid.org/0000-0001-9666-989XПаклинаС. Н.PaklinaS. N.

Паклина София Николаевна, м. н. с. Международной лаборатории экономики нематериальных активов

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snpaklina@hse.ruНациональный исследовательский университет "Высшая школа экономики"РоссияHSE UniversityRussian Federation20230102202302145159Copyright © Voprosy Ekonomiki, NP, 20232023Voprosy Ekonomiki, NPVoprosy Ekonomiki, NPhttps://www.vopreco.ru/jour/about/submissions#copyrightNoticehttps://www.vopreco.ru/jour/article/view/3309

Рассматриваются механизмы извлечения компаниями дополнительных конкурентных преимуществ при использовании корпоративного веб-сайта. Выявлена связь между его метриками и финансовыми результатами компаний на выборке из 1240 европейских и 1056 российских компаний. Исследование проведено в два этапа: 1) применение метода главных компонент для концептуализации метрик веб-сайтов и 2) оценивание регрессионной модели с фиктивной переменной для изучения связи между характеристиками корпоративных веб-сайтов и финансовыми результатами компаний. Метод главных компонент выявил две компоненты, которые содержательно отражают видимость и надежность веб-сайтов. Регрессионный анализ показал значимую связь между данными характеристиками и выручкой компаний. Для российских компаний наибольший и положительный эффект имеет видимость веб-сайта компании, а для европейских — его надежность.

The paper investigates the mechanisms through which companies can gain additional competitive advantages through using a corporate website. We identified statistically significant relationship between financial performance and aggregated metrics of the corporate website based on sample of 1240 European and 1056 Russian companies. The study is implemented in two stages: (1) applying the principal component analysis to conceptualize website metrics and (2) evaluating a regression model with a dummy variable to analyze the relationship between the characteristics of corporate websites and the financial performance of companies. Principal Component Analysis identified two components that reflect the visibility and authority of corporate websites. Regression analysis showed a statistically significant relationship between these characteristics and the company’s revenue. Moreover, for Russian companies we observe that visibility of the company’s website has the highest positive effect on the revenue. On contrary, for European companies’ website’s authority provides the highest increase in its revenue.

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The authors declare that there are no conflicts of interest present.